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Ofcom upholds ATVOD ruling on Viva TV Music

UK regulator Ofcom has upheld a decision by video-on-demand watchdog ATVOD that MTV’s online service Viva TV Music is subject to regulation as an on-demand programme service.

MTV Networks Europe had appealed against ATVOD’s initial ruling. The decision means that MTV is required to ensure that the service complies with a range of statutory requirements and MTV submitted a formal notification for the service prior to today’s publication of the appeal decision.

The decision turned on a number of issues, including whether the Viva TV Music section of the website constituted a service in its own right, and whether music videos are ‘TV-like’ programmes.

ATVOD chief executive Pete Johnson said: “This is a complex area and the appeal system  is a vital part of  the process, giving service providers, in particular, greater clarity over the scope of the regulations.”